With extra social media platforms than ever earlier than to select from, manufacturers are confronted with a tricky query: which of them are proper for me? Reasonably than make use of the “spray and pray” methodology, figuring out which social media platforms your clients use is an efficient method to join together with your audience the place they’re at. In response to the most recent Sprout Social Index™, Fb, YouTube and Instagram are the highest social media platforms customers will use within the subsequent 12 months.
Within the eyes of the patron, all social platforms aren’t created equal. Their social platform preferences range based mostly on components like age and curiosity—and even then there’s no assure the platform of their selection is the place they like to have interaction with manufacturers.
However that is simply the tip of the iceberg. From the rise of short-form video to the evolution of social messaging apps within the buyer expertise, the digital panorama is altering. Maintaining with platforms, new and previous, is essential if you wish to appeal to new followers, and join with present ones. On this article, we’ll share the need-to-know stats—together with our analysis from the Sprout Social Index™—and insights about a few of the hottest social media platforms that can assist you decide which of them to prioritize in your technique.
15+ of the highest social media platforms to spice up your technique
- Fb
- TikTok
- YouTube
- Twitch
- Google My Enterprise
- Yelp
- Tumblr
- TripAdvisor
- Snapchat
- Platform to Watch: BeReal
1. Fb
Key Stats:
- Month-to-month world energetic customers: Practically three billion
- US customers: Over 179 million
- Common time spent per day (US): half-hour
- Largest age group: 25-34 yr olds
- Who ought to use it: Brick and mortar small companies (assume: native occasions and opinions) and nonprofits (assume: fundraisers) are two industries that stand out on Fb. It’s additionally helpful for creating totally different curiosity teams, customer support and social promoting.
Why you ought to be on Fb
Reigning as the most well-liked social platform by month-to-month energetic customers worldwide, Fb is one community companies can’t afford to disregard of their digital technique. In response to the Sprout Social Index™, 71% of customers and 65% of entrepreneurs plan on utilizing this platform probably the most within the subsequent yr.
For manufacturers trying to improve their attain and develop their enterprise, there’s a superb probability their subsequent buyer is on Fb. Paid social advertisements attain these clients—in actual fact, greater than 1 / 4 of all digital advert spending goes in direction of Fb.
Fb messaging and opinions are additionally essential customer support and social media instruments. Contemplating 60% of customers say they use Fb probably the most for customer support, it’s a key platform to satisfy your clients the place they’re at. Including a Fb chatbot by way of a software like Sprout Social can enhance your conversational social messaging and responsiveness.
2. WhatsApp
Key Stats:
- Month-to-month world distinctive energetic customers: Over two billion
- US customers: Over 68.1 million
- Common time spent per day: 28 minutes
- Largest age group: 26-35 yr olds
- Who ought to use it: Direct-to-consumer manufacturers like retailers and even monetary providers can profit from providing customer support to a world viewers.
Why you ought to be on WhatsApp
WhatsApp is the hottest world messaging app. For manufacturers, WhatsApp presents a chance to personally join with clients everywhere in the world, offering well timed help and real-time enterprise updates. And making customized interactions simpler issues—70% of individuals say they anticipate conversational experiences with manufacturers on social, and 60% of manufacturers say DM-ing performs a job of their buyer care technique. With a software like Sprout, entrepreneurs can effectively handle their WhatsApp DMs alongside all different social media messages to make sure no buyer will get left behind.
Should you’re questioning the best way to use Whatsapp for enterprise, there are various choices; from customary buyer care to inventive advertising and marketing. For instance, Dior not too long ago launched a marketing campaign utilizing Whatsapp to host unique conversations with world influencer, Jisoo.
Me utilizing Dior whatsapp marketing campaign to textual content Jisoo and say how a lot I really like her, moreover feeling comfortable I obtain movies from her 🤍🙌🏻 thank u @Dior ✨ pic.twitter.com/kaDSHcngmT
— L 🤍 (@effxrpink) Might 7, 2022
3. TikTok
Key Stats:
Why you ought to be on TikTok
Recognized for less-polished, meme-y brief movies, TikTok dominates as one of many platforms US customers spend probably the most time on, and it’s not the brand new child on the block. With 38% of customers anticipating it to be one of many platforms they use probably the most this yr, it’s time to provide TikTok advertising and marketing a strive.
Displaying up with genuine content material on TikTok can construct belief with customers on the platform—73% of customers really feel a deeper connection to manufacturers they work together with on TikTok vs different platforms. Contemplating practically half of customers say TikTok helped them make buy choices, that belief can go a good distance.
TikTok tendencies can encourage different social content material—on the app or on different platforms—and assist entrepreneurs perceive what matters are related to youthful customers. And whereas TikTok stays a core platform to succeed in Gen Z, the app has aged up, making it doable to succeed in a extra cross-generational viewers, too.
4. Instagram
Key Stats:
Month-to-month world energetic customers: Over two billion
US customers: Over 159 million
Common time spent per day (within the US): half-hour
Largest age group: 25-34 yr olds
Who ought to use it: Journey, magnificence, trend and well being/health are inclined to do effectively on Instagram. In case your model is all-in on influencer advertising and marketing, posting user-generated content material and utilizing short-form video, Instagram is essential.
Why you ought to be on Instagram
Instagram is without doubt one of the most generally used platforms amongst US adults, and 49% of customers anticipate it to be the platform they use most this yr. Because the desire for short-form video will increase, manufacturers must put money into platforms like Instagram the place this content material is king. Instagram can also be a key place to faucet for influencer or creator collaborations—which is particularly impactful for Gen Z and Millennial audiences.
The convenience of Instagram purchasing has additionally made the platform a purchasing hub. With 70% of buyers trying to the platform for his or her subsequent buy, leveraging this function may also help you join with clients whereas making gross sales. Customers are additionally sliding into DMs with questions and suggestions, making Instagram a worthwhile part of your customer support.
5. YouTube
Key Stats:
- Month-to-month world energetic customers: Over two billion
- US customers: 240 million
- Common time spent per day (within the US): 45.6 minutes
- Largest age group: 15-35 yr olds
- Who ought to use it: The industries with the strongest influencer media worth on YouTube are tech, gaming, meals and beverage, magnificence and trend. And because the second largest search engine on the planet, YouTube content material can develop your attain past the platform.
Why you ought to be on YouTube
YouTube is a perfect platform for manufacturers trying to attain and interact with their viewers—each in-platform and in Google search. With the addition of YouTube Shorts, the platform has saved up with the instances by including a short-form video feed—a format customers discover 2.5 instances extra partaking than long-form.
Of all of the social platforms, YouTube is the place folks spend probably the most common time per day, second solely behind TikTok. In actual fact, whereas 51% of customers plan on YouTube being one in every of their top-used platforms this yr, solely 35% of entrepreneurs say the identical. Leisure is a content material issue, however it’s also possible to function merchandise in visually-appealing methods. Chipotle makes use of their channel for brief movies and superstar options, however additionally they function easy movies highlighting new dishes.
6. Twitch
Key Stats:
Why you ought to be on Twitch
In response to the 2022 Sprout Social Index™, 37% of customers assume dwell video is probably the most partaking sort of content material. Although Twitch is commonly related to gaming, it’s rapidly turning into the go-to platform for all issues live-streaming. At any given time there are thousands and thousands of energetic streamers on Twitch, making it a super platform for manufacturers trying to goal youthful audiences like Millennials and Gen Z by way of dwell video. HelloFresh, for instance, not too long ago began a six-episode collection of cooking challenges on Twitch known as “Unleash the Feast,” the place streamers might watch, take part by commenting, win prizes and extra.
7. Pinterest
Key Stats:
Why you ought to be on Pinterest
Pinterest is nice for recognizing rising tendencies and focusing on area of interest audiences. It’s additionally customers’ go-to platform for inspiration and discovering new manufacturers—97% of high Pinterest searches are unbranded, and 85% of customers go to start out a challenge, like planning for a marriage or a birthday. And whereas the vast majority of their consumer base skews older, Gen Z customers are rising on the platform.
Try how Entire Meals makes use of Pinterest for posts which can be inspiring, visually-appealing and plug their merchandise in a pure approach.
8. Twitter
Key Stats:
- Monetizable day by day energetic customers: 237 million
- US customers: 76.9 million
- Common time spent per day: 34.8 minutes
- Largest age group: 18-29 yr olds
- Who ought to use it: The jewellery trade will get probably the most engagement on Twitter, as does fast-moving client items, meals, drinks and residential. However larger training is an trade that may uniquely profit from Twitter by creating totally different channels for the number of sports activities groups, areas of research and communities they cater to.
Why you ought to be on Twitter
Twitter is without doubt one of the high social media platforms for manufacturers maintaining with the most recent tendencies and conversations that their audience cares about. One in all Twitter’s newer options, Twitter Areas, makes it doable to have dwell conversations together with your viewers that you could promote beforehand, and Tweet out later.
Twitter additionally permits manufacturers to obtain direct viewers suggestions and questions. And being responsive can construct your model’s picture—Twitter buyer care interactions result in a 58% higher perspective in direction of manufacturers. This makes the platform a strong place to gather client insights on the best way to enhance merchandise, providers or social content material.
9. LinkedIn
Key Stats:
- Members worldwide: 830 million
- US customers: 190 million
- Common time spent per day: 34.8 minutes
- Largest age group: 25-34
- Who ought to use it: Nearly each enterprise can profit, however a few of the high industries they spotlight in a latest report are tech & info, finance, healthcare, media & leisure, advertising and marketing & promoting, journey and hospitality, retail, client items and actual property.
Why you ought to be on LinkedIn
Whereas LinkedIn is commonly related to B2B advertising and marketing, there are many the explanation why manufacturers ought to contemplate creating their LinkedIn technique. Because the world’s largest skilled community, it’s among the finest social media platforms for enterprise and for lead technology; manufacturers are in a position to hyper-target their skilled viewers utilizing wealthy demographic information and interest-based filtering. It’s additionally dwelling to job seekers and traders, making LinkedIn a worthwhile useful resource for recruiting and establishing your employer branding technique to distinguish out of your opponents.
10. Reddit
Key Stats:
- Members worldwide: 430 million
- US customers: 221.19 million
- Common time spent per day: 34 minutes
- Largest age group within the US: 20-29
- Who ought to use it: Reddit is a superb place to construct neighborhood or be part of particular conversations. A few of the hottest Reddit matters of 2021 had been cryptocurrency, gaming, sports activities, weddings, well being and health, foods and drinks and films and TV.
Why you ought to be on Reddit
Reddit is without doubt one of the most trafficked social media websites, with billions of visits monthly and over 100,000 interest-based communities. It’s a platform identified for selling genuine connection, the place Redditors particularly search for and be part of conversations they’ll belief. Reddit is dwelling to engaged communities crammed with individuals who share all types of pursuits. Even for those who don’t be part of the dialog, listening to what Redditors are saying results in worthwhile insights that you should use to enhance your model’s product and providers.
11. Google My Enterprise
Key Stats:
- When searching for contact information, 64% of customers search for a enterprise’ Google My Enterprise web page.
Why you ought to be on Google My Enterprise
Whereas not a conventional social media app, Google My Enterprise is an equally vital platform due to the function opinions play within the purchaser journey. Google reigns supreme as customers’ favourite overview web site—63.6% of customers say they’re more likely to test Google opinions to analysis a enterprise.
Platforms like Google My Enterprise make it simple so that you can reply to buyer opinions as they arrive in, and rapidly deal with inaccuracies or misinformation. The power to observe suggestions instantly in Google My Enterprise helps you strengthen your model’s on-line popularity whereas offering clients the context they should make knowledgeable choices.
12. Yelp
Key Stats:
Why you ought to be on Yelp
An internet overview administration technique is a must have for any model that wishes comfortable clients and a shot at cultivating model advocacy. Yelp is particularly useful for companies in industries like meals and beverage, native providers, nightlife and leisure. The opinions on Yelp go a good distance in influencing buyer sentiment towards a model—each constructive and unfavourable. And although nobody likes to be criticized, unfavourable opinions may also help companies establish areas for enchancment and double down on their strengths. Plus, responsiveness helps—45% of customers say they’re extra more likely to go to companies after they reply to unhealthy opinions.
13. Tumblr
Key Stats:
Why you ought to be on Tumblr
Creativity by no means runs dry on Tumblr, the place there are over 518.7 million blogs publishing 12.8 million posts per day. Tumblr offers manufacturers a chance to flex their inventive muscle with a wide range of content material codecs from textual content posts to pictures to movies and even audio content material. It additionally offers manufacturers the facility to succeed in their supposed viewers, focusing on customers based mostly on demographic info like location and curiosity. What’s extra—Tumblr’s reputation is on the rise with the youthful technology. Gen-Z makes up a whopping 48% of the microblogging web site’s viewers.
One of many newer massive model strikes on Tumblr was made by Disney+ to advertise the present, Loki. Capitalizing on the fandom communities Tumblr is thought for, they created the “Tomblr” web page the place star of the present, Tom Hiddleston, took the wheel to reply fan questions.
14. TripAdvisor
Key Stats:
- Common month-to-month distinctive guests: 463 million
- Whole opinions: Over one billion
- Site visitors from the US: 68% of all site visitors in Might 2022
- Who ought to use it: Should you’re within the tourism trade, from lodging and transportation to vacation spot experiences, Tripadvisor is an important platform to be on.
Why you ought to be on Tripadvisor
For journey and hospitality manufacturers, few overview websites are extra vital than Tripadvisor. It’s probably the most common journey overview web sites within the US, and about 12% of bookings for lodges or personal lodging by US customers are carried out by way of Tripadvisor. In different phrases, the overview web site represents the final probability a enterprise has to persuade vacationers to decide on their providers over a competitor.
When manufacturers keep their Tripadvisor profile, they’re higher positioned to offer vacationers the main points they should make knowledgeable choices. And as journey continues to climb—and face challenges—now could be the time for manufacturers to revisit and revive their Tripadvisor technique.
15. Snapchat
Key Stats:
- Every day energetic customers: 300+ million (as of Q1 2022)
- US customers: 87.3 million
- Common time spent per day: half-hour
- Largest age group: 15-25 yr olds
- Who ought to use it: Companies that maintain in-person occasions or experiences can profit from utilizing personalized geofilters or AR results on Snapchat.
Why you ought to be on Snapchat (H3)
Whereas it could not have a flashy, “billion-with-a-B” energetic customers like different apps do, Snapchat is usually a useful platform in case your viewers is especially Gen Z. And with day by day energetic customers growing by 18% yr over yr, the platform’s reputation isn’t tapering off with youthful crowds.
Snapchat has additionally leaned into augmented actuality past filters by providing simple AR purchasing. Contemplating that 92% of Gen Z is considering AR purchasing experiences, Snapchat could possibly be a strong platform to amplify your merchandise to this viewers. Whereas 19% of customers say Snapchat might be one of many platforms they use probably the most this yr, solely 9% of entrepreneurs say the identical. Which factors to a spot that your model might fill.
16. WeChat
Key Stats:
- Month-to-month energetic customers: Over one billion—largely communities talking Chinese language languages
- US customers: 1.48 million
- Common time spent per day: 82 minutes
- Largest age group: 22% of customers in China are between 31 and 40. One other 22.7% are 51+
- Who ought to use it: Manufacturers with a world presence and goal audiences who converse Chinese language languages.
Why you ought to be on WeChat
Half messaging app, half fee app, half way of life platform, WeChat’s social commerce integrations and excessive message capability have made it a component of on a regular basis life for customers—particularly these in China. On the social connection aspect, WeChat customers ship greater than 45 billion messages on daily basis. And on the monetary aspect, WeChat is a chief of cellular funds in China. Customers are in a position to do all the things from reserving and paying for medical appointments, to reserving taxis and tables at eating places. WeChat’s many app integrations make it simple to comply with Official Accounts—mainly, enterprise profiles. In actual fact, practically 50% of customers comply with 10-20 Official Accounts.
If a good portion of your viewers is in China or speaks Chinese language languages—together with Chinese language vacationers who’re driving adoption of WeChat world wide—WeChat is a chief platform to attach with them.
17. Platform to observe: BeReal
Key Stats:
- Whole world installs: 10.7 million
- Month-to-month visits: Over 5 million
- Largest age group: Gen Z
- Who ought to use it: That has but to be decided. However if you wish to experiment with genuine content material and get in on the bottom ground of a brand new platform, begin experimenting on BeReal.
Why it is best to regulate BeReal (H3)
BeReal is without doubt one of the new social media platforms rapidly gaining consideration. Often called the “anti-Instagram,” the aim of BeReal is to function extra genuine content material with zero polish. The app affords you only a two-minute window every day to submit, throughout which you’ll take and publish an unedited picture that options each a front-facing and back-facing view.
The platform noticed a 390% improve in downloads in Q1 of this yr vs This fall of 2021. Nevertheless it’s nonetheless early levels, leaning extra into human connections than model accounts and, on high of that, prohibits promoting. But, Chipotle is a stand-out model that has discovered inventive—and profitable—methods to make use of it, even with a tiny following in comparison with their different channels.
Which social media platforms are your viewers members on?
To construct buyer relationships that final, you first must establish the place your viewers lives on-line. However figuring out which social media platforms your clients frequent is just half the battle. You additionally want to grasp what makes every social media web site tick and the principles of engagement.
To successfully set benchmarks for your self on varied social media platforms, take a look at our social media benchmarks by trade useful resource for the information and insights it is advisable inform your social technique at this time.
